Posted October 16, 2025
AMC Fitchburg is the highest-grossing theater in the Madison, WI area, serving its approximately 285000 residents and seeing some of the largest movie theater crowds in the state. Without much competition, a typical weekday night sees a fully packed parking lot, with excited moviegoers crowding the theater.
The theatre features a unique lodge-style design, almost mimicking an old log cabin. Once inside, the building sees a typical AMC layout, but the crowds present this season have reflected a fire for big-budget films.
Every summer sees a variety of big movie releases, particularly early in the season. 2025 was no exception, with AMC seeing an increase in domestic gross from the prior year. Releases such as Superman, Jurassic World Rebirth, Fantastic Four: First Steps, Lilo and Stitch, F1, and many more have kept visitors in their seats and employees extra busy.
“It’s just crazy right now, said AMC clerk Matthew Abbott. “This is definitely the busiest season since I’ve been working here,” he said.
Twenty-one-year-old employee Chase Griffith also commented on the non-stop summer moviegoers. “I came back like late-May, and it just hasn’t stopped since.” Griffith works part-time during his summers off from his education at UW-Madison. “For the most part, the job is pretty chill; it’s just certain times you know you’re screwed. Friday night is just ridiculous. Tuesday and Wednesday is pretty bad too, though.”
A typical Friday night at AMC Fitchburg is best described as overpacked. The parking lot of this highly-grossing theater tells its story better than words. Cars park tire-to-tire. Curbs are used as spots for lifted trucks, and exits are too small for defined lanes.
The immense number of potholes gives the theater a characteristic bustling nature. As movie showings are let out, cars rush to exit the parking lot and often bounce around like ragdolls.
A quick Reddit search reveals a top commenter who said, “That may be the worst parking lot in all of Dane County.” Reviews online dubbed the parking lot “undrivable,” with one verified commenter calling the parking lot an “entire hazard.” While not an attribute for the theater, the parking lot reveals that business has been going well.
AMC as a whole saw a weak first quarter in 2025, but a strong second quarter shot revenue back up from the previous year. Movie theaters have had a difficult time drawing the same crowds since before the COVID-19 pandemic, but AMC has taken certain strides to drum up more business.
Griffith described Tuesday and Wednesday nights as packed, similar to Fridays. A big factor is AMC’s half-price movie tickets on both of those nights. Two adult tickets are cut down from $27 to $13.50 on these half-price movie days. In addition to this, members of the free “Stubs Insider” membership can get a popcorn and a small drink for $5.
In May 2025, AMC announced its first series of film showings aimed at older folks. Fitchburg was chosen as the pioneer for this new program to help test general interest. These showings happen once a month, featuring older films such as “Meet Me in St. Louis,” “Easter Parade,” and “The Wizard of Oz.” The series of films will run until November and is described as a way to reach nursing home residents, and is available to anyone.
AMC Fitchburg serves as Madison’s hub for the moviegoing experience. Its crowds are a testament to the industry’s ability to adapt. Nights at the theater seem to bring consumers back to the glory days of cinema, and simulate a world before at-home media.
The article may be found online at https://uwrfjournalism.org/2025/10/amc-fitchburg-packed-summer-cinema/.